Elias Bruno
Jan 27, 22 | 7 min read
ambush marketing
Reading time: 5 minutes
In today's article, we're talking about marketing deception . But don't worry! This also has a lot to do with the concept and practices of ambush marketing , and you'll understand why later.
However, before going into the subject, it is worth reflecting a little.
Major events like the World Cup, the Olympics, and the Super Bowl tend to stir up the emotions, interests, and routines of millions and billions of people around the world, right?
Brands that exclusively sponsor or support list of turkey consumer email these major events have very valuable advertising space. In fact, they use these environments to control the monopoly of consumption and exposure during the programming.
So far, nothing special. After all, these brands paid for this exclusivity. But what about those who are not official sponsors of these events? What can they do to attract the public's attention?
That's where some tricks (which can be good or bad) and ambush marketing come in. Below, you'll better understand this concept, the main examples, and possible punishments for those who practice it.
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Ambush marketing concept
Classic examples
Are there any penalties for this practice?
Challenges of ambush marketing
Ambush marketing concept
Ambush marketing can be understood as a set of parallel advertising actions, direct or indirect, carried out by non-sponsoring brands.
It is about taking advantage of the visibility, movement and consumer interest generated by major events, even without sponsoring them .
Typically, this is a strategy used by brands that compete directly with the official sponsors of an event or program.
To better understand ambush marketing, this concept is subdivided into two categories:
Partnership Ambush Marketing
Intrusion ambush marketing
Find out more below!
Partnership Ambush Marketing
In this type, the company takes advantage of any symbol (names, brands, images, mascots, among others) of an event in which it is not a sponsor or does not officially support in order to obtain an economic or advertising advantage.
The idea is to induce the public to believe that their products, services, brands and content are approved by or associated with the official organization of the event in question.
For example, if a restaurant posts content on Facebook with the following invitation text: “Bring your friends to enjoy the 2022 World Cup games” and with the competition’s logo in the lower corner of the image, the establishment is doing ambush marketing.
Well, but is this legally correct? The answer is no.
If the restaurant is not an official sponsor of the World Cup, it does not have the right to market the name and logo of the competition.
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Are there any punishments for this? Yes! But this is a topic for the final portion of the text.
Intrusion ambush marketing
Intrusive ambush marketing occurs when brands and companies engage in promotional activities at the event venue that they do not support or sponsor.
These are inappropriate marketing actions carried out in a space that should be exclusive to those who officially sponsor the event.
